SMM - 3 - April 4 2011 BUAD 615 Marketing Management 1 Next...

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April 4, 2011 BUAD 615 – Marketing Management 1. Next Monday – talk about opportunities 2. Be prepared make a good decision, about the name of company 3. The TOES is important in order that you can come up to the decision making 4. Simulation on competitive analysis 5. Marketing research : A Quiz 6. We going to have 2 cases on Wednesday 7. This afternoon there will be a quiz 8. In page 51, in session 6. 9. Next Monday presentation 10. Today 3,4 11. Wednesday 5 12. Marketing Decision, preparing a case: I am going to require you to come up with a certain solution. We should use steps toward a strategic marketing. 13. Guide will be sent by tomorrow. 14. You can’t identify problem if …. 15. How to use the guide. 16. Each member of the group should give perception. 17. We have Tows analysis, the Industry analysis, Michael potter Competitive analysis, Competitors analysis. 18. Your writing is based on your evaluation. 19. Managerial factor… 20. FINANCIAL 21. RESEARCH AND DEVELOPMENT 22. ORGANIZATION 23. MARKETING 24. PRODUCTION 25. You come up with the mean, it can be 2.1 or below 2.5 as challenges 26. Some link in syllabus. 27. Law of the diminishing return is the point in which you can not make any progress. No matter how much money you spend in advertising /marketing project. 28. Success factor : Distribution, After sales service, 29. One of the most important things is Industrial Competitors Risk of Entry Supplier Buyer Bargaining Bargaining Power Power Threat of Substitute Product 1
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Types of marketing research Marketing research techniques come in many forms, including: Consumer Behaviour (HP) Product Performance (HP) Ad Tracking – periodic or continuous in-market research to monitor a brand’s performance using measures such as brand awareness, brand preference, and product usage. (Young, 2005) Advertising Research – used to predict copy testing or track the efficacy of advertisements for any medium, measured by the ad’s ability to get attention (measured with AttentionTracking ), communicate the message, build the brand’s image, and motivate the consumer to purchase the product or service. (Young, 2005) Brand equity research - how favorably do consumers view the brand? Brand association research - what do consumers associate with the brand? Brand attribute research - what are the key traits that describe the brand promise? Brand name testing
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SMM - 3 - April 4 2011 BUAD 615 Marketing Management 1 Next...

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